The UCSF tagline and UCSF signature with tagline are available for download on the Master Brand logos download page.
“Advancing Health Worldwide” was developed to educate key audiences who might be unaware of our mission and to reinforce and expand awareness among those already familiar with it. “Advancing Health Worldwide” is a way to inspire and proclaim our pride In UCSF.
As with any element of the visual system, thoughtful, consistent and careful application of our tagline will ensure its broad association with UCSF and support both the legal trademark and the public perception of its ownership.
Signature Lock-Up & Logotype
A tagline is our primary marketing message and can be used in two ways. Its primacy is established and expressed by its position in lock-up with the UCSF master brand signature. It can also be used independently as a tagline logotype.
The UCSF tagline lock-up or logotype may be used on external and internal communications materials (print and digital). Its use may be appropriate for select advertising, marketing and promotional materials (like literature, conference banners and packaging).
Advancing health worldwide® is a registered trademark owned by UCSF. Do not include the Federal Copyright Registration symbol (®) on the tagline signature lock-up or tagline logotype. When the tagline phrase is used in body text communications (print or digital), the registration symbol (®) should be affixed in superscript in first reference and is optional thereafter.
TAGLINE SIGNATURE LOCK-UP
Navy is the preferred color for all brand lock-ups. When using the navy tagline signature lock-up or logotype, it should always appear against white. As a general rule, avoid placing the navy lock-up and logotype on colored backgrounds.
The black tagline and signature lock-up is available when black and white or grayscale designs are needed. When using the black versions, white is the preferred background color. Avoid placing dark lock-ups or taglines on colored backgrounds to ensure adequate contrast and legibility.
Use the reversed version (white) when placing the tagline signature lock-up and logotype over navy or dark backgrounds. Be sure there is adequate contrast between the lock-ups and logotypes and their respective backgrounds to ensure legibility.
The tagline signature lock-up and tagline logotype may be used reversed out of any color within the UCSF color palette.
PLACING TAGLINE SIGNATURE ON FULL-BLEED IMAGERY
In Some Cases, The Tagline Signature May Be Used On Full-Bleed Imagery. Place Lock-Up Against Solid Contrasting Areas Within Imagery Or Photography That Do Not Compete With The Legibility Or Staging Of The Lock-Up.
To ensure enough contrast and legibility, the navy tagline signature lock-up may be used against light areas. Be judicious about where and when the lock-up is used against imagery or photography.
PLACING LOGO AND TAGLINE LOGOTYPE ON FULL-BLEED IMAGERY
In some cases, the logo and tagline logotype may be used on full-bleed imagery. Place logo and logotype against solid contrasting areas within imagery or photography that do not compete with the legibility or staging of the elements.
To ensure enough contrast and legibility, the navy logo and tagline logotype may be used against light areas. Guidance on logo and logotype placement is available in the master brand section.
Clear Space & Minimum Size
TAGLINE SIGNATURE LOCK-UP CLEAR SPACE
The same clear space requirement applies to the tagline logotype and tagline signature. The required amount of clear space to ensure maximum visibility and legibility is determined by the width of the letter "U" In UCSF and by the overall height of the logotype.
TAGLINE LOGOTYPE CLEAR SPACE
A similar clear space requirement applies to the tagline logotype. The required amount of clear space to ensure maximum visibility and legibility is determined by the overall height of the logotype.
The minimum print size of the tagline signature is 1.125" (28.6 mm) wide. The minimum screen size of the tagline signature is 140 pixels wide.
The minimum print size of the tagline logotype is 1.5” (38.1 mm) wide. The minimum screen size of the tagline logotype is 180 pixels wide.
Tagline Signature, Logo
When using the tagline, use the UCSF tagline signature lock-up whenever possible. If the minimum size signature does not fit the application, use the master brand signature or logo and tagline logotype separately.
When using the master brand signature or logo and tagline logotype separately, it is important that each element be placed separate from one another so they do not resemble the tagline signature lock-up.
TAGLINE SIGNATURE LOCK-UP
TAGLINE + LOGO / TAGLINE + SIGNATURE
Relative Size & Placement - Tagline Signature
The size and location of the tagline signature lock-up is important for recognition, especially when seen multiple times across various touchpoints. A consistent approach to logo placement helps create stronger brand recognition over time. The exhibit to the right shows relative sizing standards and preferred order of placement.
The tagline signature lock-up should not appear inappropriately large on any layout, surface or display. It should be proportionate to the other elements surrounding it. The width of the signature should not exceed 30 percent of the total width of a layout, with the exception of extreme vertical layouts.
In both horizontal and vertical applications, tagline signature placement priority is as follows: lower right, lower left, upper right and upper left.
Relative Size & Placement - Tagline Logotype
When using the master brand signature or logo with the tagline logotype as separate elements, size and location of these elements is important for recognition and consistency. Similar to guidelines set for master brand logotypes, the tagline logotype should be one-third the x height of the logo. As a general rule, when placing the logo with tagline logotype in layout, the logo should not exceed 15% of the application width (with the exception of extreme vertical applications).
When staging the master brand signature or logo with the tagline logotype together in layout, it is important that each element remains separate. Each element should occupy opposite corners of the page while being aligned either flush top or bottom for horizontal layouts, and flush left or right for vertical layouts.
The tagline logotype can be used with both campus logo lockups as well as clinical logo lock-ups. When pairing either campus or clinical logo lock-ups with the tagline logotype, the logotype should be one-third the x height of the master brand logo size. As a general rule, when placing any lock-up with the tagline logotype in layout, the lock-up should not exceed 30% of the application width.
Staging a campus or clinical logo lock-up with the tagline logotype follows the same logotype staging guidance. Never lock-up the tagline logotype with a campus or clinical logo lock-up. Each element should occupy opposite corners of the page while being aligned either flush top or bottom for horizontal layouts, and flush left or right for vertical layouts.
Tagline files are available for download in the Master Brand logo section.